By Allison Watkinson
TLL Reporter
Boston’s Museum of Fine Arts (MFA) has appointed Jewel Branding & Licensing as its licensing agency.
Considered one of the world’s finest museums, the MFA showcases an incredible collection of nearly 500,000 works, which range from ancient to contemporary masterpieces, and offer a rich source of inspiration for licensing.
The museum is renowned in particular for its remarkable holdings of European and Japanese art; masterworks from ancient Egypt, Greece, Rome and the Byzantine Empire; and pioneering collections of photography, textiles and jewelry.
The MFA’s innovative curatorial approach, coupled with a range of community and educational initiatives, which is designed to essentially take visitors on a captivating journey through time and across cultures. The museum’s goal is to foster dialogue and crearte opportunities for greater understanding through art.
“The collections and reputation of the Museum of Fine Arts, Boston are exceptional, and we are thrilled to be working with them to expand the brand,” said Jewel CEO and founder Julie Newman.
“The MFA is a treasure trove of inspiring content and we look forward to bringing its unique stories and point of view to the world,” she added. “By leveraging the MFA’s iconic brand and artistic legacy, Jewel will expand the licensing program to enable art enthusiasts to experience the museum in their everyday lives.”
Jewel Branding & Licensing is a full-service global brand management and licensing agency that focuses on art and design, making it an ideal fit for the Museum of Fine Art. Headquartered in Atlanta, Georgia, Jewel represents a diverse portfolio of designers and design-based brands including The New York Botanical Garden, Frank Lloyd Wright, Rachael Hale, the National Wildlife Federation, and Bouffants & Broken Hearts.
Debra LaKind, Senior Director, Intellectual Property & Business Development at MFA Boston, said the goal of this licensing partnership is to extend MFA Boston’s educational and cultural activities internationally
“We are excited to embark on this journey with Jewel, an agency known for their expertise with cultural institutions and content-rich brands,” said Debra LaKind, Senior Director, Intellectual Property & Business Development at MFA Boston. “Through strategic licensing partnerships, we look forward to extending the reach of the MFA’s cultural impact and inspiring new audiences around the globe.”
Categories available for licensing currently include home, apparel, accessories, stationery, gift and travel.
Jewel has hinted that new deals are already in the works, saying, “Stay tuned for exciting developments as this partnership brings the beauty of MFA’s collections to new markets and audiences.”